VeeV Finds Success with First Mobile Advertising Campaign

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Industry’s First Açaí Spirit Teams with Digitally-Savvy Agency Slingshot and Exclusive Mobile Partner Millennial Media to Drive Awareness and Product Trial

LOS ANGELES--(BUSINESS WIRE)-- VeeV Açaí Spirit, the best-selling açaí superfruit liqueur brand in the ultra-premium spirits category, recently teamed with full-service ad agency, Slingshot, and leading independent mobile ad platform Millennial Media, to run their first mobile advertising campaign. The campaign was a collaborative effort that advertised six different summer-themed VeeV cocktails, and uniquely used mobile to drive brand awareness and direct consumer engagement with the VeeV brand.

The mobile rich media campaign featured an expandable banner that displayed 6 different VeeV cocktails, ranging from an Açaí Mojito to Superfruit Sangria. When consumers clicked on the image of a particular cocktail, the creative displayed a recipe with instructions on how to make the drink. Consumers could then save the recipe to their mobile device and engage with the recipe at their own convenience. The campaign also encouraged word-of-mouth sharing, and enabled consumers to email the recipes to friends or share the details via social networking sites.

“Mobile provided us an entirely new medium to reach and engage with our connected, on-the-go consumers,” said Carter Reum, Co-Founder at VeeV. “Our campaign provided users a unique way to discover and share the variety of VeeV cocktails, and allowed us to increase awareness and ownership of being the premium, essential brand for summer and superfruit cocktails.”

VeeV and Slingshot worked with Millennial Media to increase the relevance of the campaign and target the ads to their core audience of Millennial adults 25-34. The ads ran cross platform, across all major Smartphone operating systems, and appeared on entertainment, music and lifestyle sites. The campaign additionally featured takeovers on key vertical apps like Mixology. The mobile support was an important factor to the overall media plan, developed by Slingshot, which included out-of-home in key markets and digital advertising, as an effective way to engage with VeeV’s busy, on-the-go consumers.

“We wanted to ensure that the content was dynamic enough so users would engage within the banner versus clicking-through to another destination. We maximized their ability to explore the brand with recipes, videos and a product search—plus the additional opportunity to share with their friends on social media,” said Owen Hannay, CEO of Slingshot.

Clickthrough rates for the campaign were more than double industry averages. The rich media creative unit was expanded over 29,000 times and all six featured cocktails generated strong consumer interaction rates.

“VeeV and Slingshot created a campaign with smart targeting parameters, and a message that resonated with on the go, engaged mobile consumers in the summer months,” said Marcus Startzel, SVP, Sales at Millennial Media. “Advertisers like VeeV are driving ROI and seeing true success with mobile, and it is always great to be able to tell that story.”

According to data from Millennial Media’s monthly S.M.A.R.T.™ reports, Consumer Packaged Goods (CPG) was a top 5 mobile advertising vertical, both in the U.S. and internationally, and in the last year, advertising spend in this category has grown over 375 percent. Millennial Media also reported that 78 percent of CPG campaigns in August 2011 allowed consumers to take some sort of social media action, as evidenced by VeeV’s summer campaign.

About VeeV

VeeV is the original açaí liqueur and the only carbon-neutral spirits brand in the world. The brand has grown from a two-man start-up in 2007 into one of the best-selling independent liquor brands in the U.S. VeeV was ranked amongst the 250 fastest growing companies and brands in the U.S. by Inc. Magazine (September 2011) and was profiled by CNBC (August 2011) as a ‘company and brand to watch.’

VeeV’s success has now spawned a number of imitators, with both larger and independent labels creating açaí liquor products to capitalize on the growing super fruit spirits trend. VeeV however, remains the gold standard for super fruit liquor: recognized for its refreshing, completely unique taste and versatility in a cocktail, VeeV is now available in over 8,000 restaurant and retail doors nationwide. VeeV is also available in-flight on Virgin.

Taste, versatility and the brand’s eco-conscious marketing have helped VeeV capture the attention of such celebrities as Drew Barrymore, Jessica Simpson, Rihanna, Adrian Grenier, Jeremy Piven and Matthew McConaughey, all of whom have enjoyed it at various fundraisers or special events.

Placing an emphasis on corporate social responsibility since day one, VeeV is a proud member of 1% for the Planet, donating 1% of topline profits to rainforest preservation and other environmental charities.

Visit www.veevlife.com for more information.

About Millennial Media

Millennial Media is the leading independent mobile advertising and data platform. The company’s technology, tools and services also power some of the largest companies in the media business today. Millennial Media is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all application and media developers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. Visit http://www.millennialmedia.com for more information; join our Facebook community, follow us on Twitter at @millennialmedia or subscribe to our YouTube page at http://www.youtube.com/user/millennialmediavideo for exclusive videos. Mobile developers can visit http://developer.millennialmedia.com/ to learn more about monetizing their apps.

About Slingshot, LLC

Founded in Dallas in 1995, Slingshot is an award-winning full-service advertising and marketing agency with particular expertise developing integrated communications programs. The agency’s clients include Borden Dairy, Joe’s Crab Shack, American Heart Association and Verizon. The firm’s services include traditional and interactive advertising, social media, Web development, media planning and buying, and brand development. For more information, please call (214) 634-4411 or visit www.davidandgoliath.com.

Press/Analyst ContactMillennial MediaMax Nelson, 650-207-6267[email protected]orSlingshot, LLCErin Finegold, 469-227-3117[email protected]

Source: Millennial Media

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